IMPACT OF THE DIGITAL MARKETING TOOL ON CUSTOMER ENGAGEMENT:

Abstract

This research study provides a comprehensive understanding of holr' do social media, content marketing, mobile marketing and customer engagement impacts the overall gror,r,th of the hotel industry in Sri Lanka in-terms of positioning. branding and marketing, and factors that contribute to the customer engagement of customers in the hotel industry in Central Province, Sri Lanka. The objective of the research is to identifu the impact of the Digital marketing tool (mobile marketing, content marketing, social media) on customer engagement. Primary data was collected ttrough a well-structured questionnaire. Secondary data was collected through web sites, books, articles, journals and desk research which were carried out previously on customer engagement. The questionnaire consisted with fir'e-point Likert scaling questions to analyze the relationship betrveen the variables. A conceptual framework was developed to investigate the level, impact and relationship between these variables. The research was carried out using the correlation analysis to test the hypotheses, which measure the relationship of these variables. A total of 385 respondents were selected as a sample in the central province area state hotel industry customers to carry out the research. Convenience sampling method which comes under non-probability sampling was used in collecting data and descriptive statistics and inferential statistics was used to analyze the same data. The findings of the study reveal that there is a strong positive relationship between customer engagement and social media, content marketing and mobile marketing. Also, there is a significant positive impact of social media, content marketing and mobile marketing on the customer engagement. Key words: Social Media, Content Marketing, Mobile Marketing, Customer Engagement